【文章內(nèi)容簡介】 , 針對它作品牌檢驗 ? Define the brand print 形成品牌寫真 ? Report back in one hours time 1小時后報告 Ideas in a 360186。 World 360度世界中的 IDEA Unless your advertising is built on a Big Idea it will pass like a ship in the night David Ogilvy How to create Advertising that Sells 360? is just a pass and an empty ocean without a Big Idea Why 為什么？ ? 360186。 only works if there is a strong idea behind it只有背后存在一個很強(qiáng)的 IDEA時， 360 才會起作用 ? Clients buy our ideas not our processes 客戶買的是我們的 IDEAS， 而不是過程 We might want to show our wives our muscular bodies but not our exercise machines 我們想給妻子看的是我們健美的身體，而不是我們練習(xí)時用的機(jī)器 Unless we have a sense of what an idea is it is very hard to say whether any one idea is good or bad 除非我們知道什么是“ IDEA”， 我們很難判斷某個人的“ IDEA”是好還是壞 Exercise 1 What Is an Idea? 什么是 IDEA？ The Classic Definition Bisociation of two or more previously unconnected thought matrices 兩個或多個以前不相關(guān)想法的組合 Arthur Koestler Pareto Didn’t Only Think About 80/20 Rules… His Definition…... A new bination of old elements 舊元素的新組合 Pareto A Definition From The Creative Director of JWT in the Nieen Twenties In advertising an idea results from a new bination of specific knowledge about products and people with general knowledge about life and events 在廣告中， IDEA來自于對產(chǎn)品知識的了解和對生活和事件有常識的人兩部分的組合 James Webb Young Putting the Elements Together…. Our Definition我們的定義 An unexpected bination of different thoughts which puts a particular thing in a new and involving context 不同想法的一個意想不到的組合，它將一個特定的事物放在一個新的聯(lián)系中 Or, To Put It Another Way 或者從另一個角度 Making the familiar 讓熟悉的事務(wù) and the strange familiar 和陌生的事物變得熟悉 Think of Some Examples Of ideas that grew out of ? bining familiar things in an unfamiliar way or 將熟悉的事物用不熟悉的方法組合起來 ? seeing the familiar in an unfamiliar way 用不熟悉的方法看熟悉的事物 Exercise 2 IBM Launch What Is an Idea? Show Films So What Was The IBM Idea IBM的 IDEA是什么？ IBM Idea Unexpected users, everywhere, are enfranchised by technology 意想不到的使用者， 在任何地方，被技術(shù)賦予同樣的權(quán)利 Putting This into the Context of 360 Degree Brand Thinking 將這些放在 360度思考的框架內(nèi) ? Challenge挑戰(zhàn) – In order to meet our objective we have to… 為了達(dá)到我們的目標(biāo)，我們必須 …... ? BrandPrint品牌寫真 – a description of the Brand’s DNA 品牌 DNA的描述 ? Idea – the unexpected bination of different thoughts which puts the brand in a new and involving context ? Execution執(zhí)行 – the techniques, properties and production values which convey the idea 可以傳達(dá) IDEA的技術(shù)、道具、制作等 IBM ? Challenge挑戰(zhàn) – IBM as the underlying fabric of the information age IBM作為信息時代的基石 ? BrandPrint品牌寫真 – magic I can trust 我可以相信的魔力 IBM ? Idea – unexpected users, everywhere, are enfranchised by technology 出乎意料的使用者 , 在任何地方 , 被技術(shù)賦予同樣的權(quán)利 ? Execution (advertising) 執(zhí)行 (廣告 ) – subtitles provide a vehicle for overlaying technospeak on ordinary speak Exercise 3 in Pairs How would you translate the IBM creative idea into a poster? 如何將 IBM創(chuàng)意 IDEA轉(zhuǎn)化成 海報 ? Taking Ideas Across Disciplines or Media ? Translation adaptation only 轉(zhuǎn)化 ? Stretching extending the idea in some 延展性 way, or using the new context to present the idea in a different light ? Interplay making the Idea have impact in a 相互影響 different or deeper way Execution 執(zhí)行 ? Techniques are not ideas 技術(shù)不是 IDEA – demonstration展示 – slice of life生活片斷 – endorsement by personality 個性的背書 A property is an executional ponent that in time starts to signify the idea Ideas and Execution Idea Weak弱 Strong強(qiáng) Execution Great 杰出 Poor 較差 Exercise 4 ? Pick the brand assigned to your group 根據(jù)每組指定的品牌 ? You have already identified the key challenge facing the brand and have established its brand print. 你們已經(jīng)確定品牌所面臨的挑戰(zhàn)，同時完成其品牌寫真 ? Not keeping that in mind e up with a brand idea 現(xiàn)在產(chǎn)出一個品牌 IDEA ? Report back in half an hour 半小時后報告 Seven Secrets for Great Ideas 杰出的 IDEA得七個秘訣 1. Defining the characteristics of great ideas in the abstract will not help you create one in the slightest 從理論上去定義杰出的 IDEA的特性，不會幫助你創(chuàng)造出杰出的 IDEA。 2. The best ideas e out of a process of “emotional smothering” of the creative team 最好的 IDEA來自于創(chuàng)意小組的“情感窒息” 3. The creator of the idea often does not always recognize it as such himself 杰出 IDEA的創(chuàng)造者，經(jīng)常自己無法辨識。 Seven Secrets for Great Ideas 4. There are a hundred stages during which good ideas can be lost, most of them internal 有很多階段，好的 IDEA會被放棄， 大部分是在我們內(nèi)部 5. Clients assess ideas relatively not absolutely 客戶不會絕對的評估相關(guān)的 IDEA 6. Research can kill good ideas but it can also save them 調(diào)研可以殺死好的 IDEA， 但也可以拯救它。 7. The best creative ideas bee strategic ideas rather than vice versa 最好的創(chuàng)意 IDEA可以成為策略 IDEA， 相反的情況則不多 5 Where Have We Got to? 我們已經(jīng)知道什么？ ? We have interrogated the brand in a 360 way to find out its weaknesses the C